In the realm of interior design, flooring plays a pivotal role in defining the character, warmth, and functionality of a living space. Among the myriad options available, natural wood flooring stands out as a timeless choice, cherished for its beauty, durability, and enduring appeal. To delve deeper into the world of wooden floors, Fresh Design Blog (FDB) had the distinct pleasure of speaking with Peter Keane, the esteemed director of the London-based Natural Wood Floor Company. In this exclusive interview, Peter shares invaluable insights into the journey of his company, the evolving trends in wood flooring, practical advice for homeowners, and the undeniable advantages of choosing this classic material for your home.
The Genesis of a Wood Flooring Legacy: The Natural Wood Floor Company’s Journey
Every successful venture has a compelling origin story, and the Natural Wood Floor Company is no exception. Peter Keane graciously recounts the early days, painting a picture of humble beginnings and ambitious growth.
PK: “Our journey in the wood flooring industry began in the early 1990s. We started small, operating out of a modest shed in Balham, London. Our initial focus was on sourcing and supplying reclaimed and re-manufactured wood floors, giving new life to timber salvaged from old buildings. This approach not only showcased the inherent beauty of aged wood but also aligned with early principles of sustainability. As the demand for quality wood flooring grew, so did our aspirations. We gradually expanded our offerings, exploring and sourcing diverse types of wood flooring to cater to a broader clientele.”
“A significant milestone in our history was the investment in a new, high-tech manufacturing facility here in the UK. This allowed us to enhance our production capabilities, maintain stringent quality control, and innovate in terms of design and engineering. Since then, the company has continued its steady growth trajectory, building a reputation for excellence and reliability. What truly makes our company special, however, is our team. Many of our dedicated members have been with us since those early days in Balham. The Natural Wood Floor Co isn’t just a business; it’s a significant and cherished part of all our lives, a collective passion for bringing the beauty of wood into homes across the country.”
Navigating the Evolving Landscape of Wood Flooring Trends
Interior design, much like fashion, is subject to trends, but some elements possess an inherent timelessness. FDB inquired about the ever-changing styles and types of flooring that homeowners seek today.
PK: “It’s true that trends come and go, but the fundamental appeal and use of real wood in the home is something that truly never diminishes. For flooring, wood is a material that defies transient fads; it’s inherently timeless and possesses an incredible versatility that allows it to seamlessly integrate with virtually any interior décor, from rustic country cottages to sleek, minimalist urban apartments. Throughout the decades, we’ve had the privilege of installing our premium engineered wood flooring in a vast array of settings, consistently demonstrating its universal charm.”
“While the core material remains constant, we do observe exciting variations in colour trends and pattern preferences. For instance, in recent years, there has been a notable resurgence in the popularity of darker tones, which lend a sense of sophistication and grounding to a space. Parquet flooring, too, continues to be an exceptionally popular choice. While it arguably never truly fell out of fashion, we’re now seeing it creatively employed to introduce a classic, elegant twist into otherwise contemporary and modern settings, creating beautiful juxtapositions that captivate the eye. The intricate patterns of parquet, whether herringbone, chevron, or basketweave, add a layer of texture and visual interest that elevates the entire room.”
Making the Perfect Choice: Selecting the Right Wood Flooring for Your Home
With so many options, homeowners often grapple with the decision of selecting the ideal flooring. FDB sought Peter’s expert guidance on how to navigate this important choice.
PK: “When embarking on the journey of choosing new flooring for your home, it’s absolutely crucial to look beyond mere aesthetics and style. While the visual appeal is undoubtedly important, you must also consider the practical suitability of your chosen flooring type for the specific space it will inhabit. This involves a deeper understanding of the material’s properties and how it will perform under various conditions.”
“Take engineered wood flooring, for example. It offers a comparable lifespan to traditional solid wood but boasts a significant advantage: its unique construction allows it to much better withstand fluctuations in temperature, humidity, and moisture. This resilience is due to its multi-layered design, where a core of plywood or HDF is topped with a layer of real hardwood, making it incredibly stable. This makes engineered wood an exceptionally versatile option, suitable for areas where solid wood might be impractical.”
“To guide your decision, I always advise clients to ask themselves pertinent questions about the room’s intended use and who will be using it. Will it be a high-traffic area, such as a hallway or a family room with children and pets? In such scenarios, ease of care and maintenance becomes paramount. You’ll need flooring that is robust, resilient, and simple to keep clean and pristine, day in and day out. Consider factors like direct sunlight exposure, proximity to external doors, and the overall climate of your home. A thoughtful evaluation of these elements will lead you to a flooring choice that is not only beautiful but also perfectly suited to your lifestyle and home environment, ensuring long-term satisfaction and enduring value.”
Wood vs. Alternatives: Unpacking the Advantages and Suitability
Many homeowners weigh the cost of wood flooring against cheaper alternatives. FDB asked Peter to elaborate on why wood is often the superior choice and if there are any circumstances where it’s not suitable.
PK: “While there are many flooring options on the market, the long-term value, aesthetic quality, and practical benefits of engineered wood flooring often make it the smartest investment. One of its most significant advantages is its versatility in installation. Engineered wood can be expertly fitted in virtually any room within the house, including areas traditionally considered challenging for wood, such as kitchens and bathrooms, which are prone to higher levels of humidity and moisture. This adaptability is a game-changer for cohesive home design.”
“Furthermore, it can be installed in various ways—either ‘floated’ over an appropriate underlay or fixed directly to most types of subfloor, providing flexibility depending on your home’s structure. Another key benefit, particularly for modern homes, is its complete compatibility with underfloor heating systems. Unlike solid wood, engineered wood’s stable construction allows it to handle the temperature changes associated with underfloor heating without warping or gapping, ensuring your home remains warm and comfortable year-round.”
“Once laid, keeping engineered wood flooring looking as good as new is remarkably straightforward, making it a truly low-maintenance option. This ease of care, combined with its inherent durability and timeless beauty, makes engineered wood a superior choice over many cheaper alternatives that might initially seem appealing but often lack the longevity, resilience, and aesthetic warmth that real wood provides. While wood flooring, generally, is incredibly versatile, the only places it might not be suitable are extremely wet environments like a shower cubicle or an outdoor patio exposed to constant elements – but for the vast majority of indoor spaces, engineered wood is an outstanding solution.”
Customer Favourites: The Bestselling Wood Floors
Every company has its stars, the products that consistently capture the hearts of its customers. FDB was keen to discover the Natural Wood Floor Company’s best-selling offerings.
PK: “When it comes to our collection, parquet flooring undeniably holds a special place in our hearts – it’s certainly one of our absolute favourites. The sheer array of pattern options available, from classic herringbone to intricate chevron and basketweave designs, transforms it into an incredibly versatile choice. This adaptability means parquet can have an enormous, captivating visual impact on any space, whether it’s a grand entrance hall or a cozy study. Its ability to introduce texture, depth, and a sense of history or contemporary flair makes it consistently popular.”
“For our discerning customers, our extensive range of oak flooring remains an perennial bestseller. Oak is celebrated for its remarkable durability, stunning grain patterns, and exceptional adaptability. What truly sets our oak collection apart, and contributes significantly to its popularity, is the vast spectrum of colour options we offer. From light, airy Scandinavian-inspired tones to rich, deep, and aged hues, and everything in between, there’s an oak floor to complement every interior palette and personal style. This combination of timeless appeal, robust performance, and aesthetic versatility solidifies oak’s position as one of our most sought-after wood types.”
Maintaining the Beauty of Your Wooden Floors
Once installed, preserving the pristine condition of your wooden floor is key to its longevity and appeal. Peter offers practical advice for homeowners.
PK: “One of the many benefits of wooden floors is their relative ease of maintenance, ensuring they remain a beautiful feature of your home for decades. For daily upkeep, a simple sweep or vacuum to remove any grit, dust, or debris is highly recommended. This prevents micro-scratches and keeps the surface clean.”
“Weekly, a damp clean with a well-wrung mop and a suitable wood floor cleaner will effectively remove fine dust and build-up without over-saturating the wood. It’s crucial to avoid excessive water, as standing moisture can be detrimental to wood. Beyond regular cleaning, the specific long-term care depends on the finish of your floor. If you have a lacquered finish, it creates a protective seal that is generally very durable and low maintenance. For oil-finished floors, which offer a more natural look and feel, you will occasionally need to re-apply a layer of a specific finishing oil. This replenishes the wood’s protective layer, nourishing it and helping to keep it looking pristine and resilient against wear. This periodic re-oiling is vital for maintaining the floor’s beauty and extending its life.”
“For comprehensive guidance on caring for your specific wooden floor, exploring our full range of products, or speaking with our experts for personalised advice, we invite you to visit our website at www.naturalwoodfloor.co.uk. Our team is always ready to assist you in making the best choices for your home and ensuring your wooden floors remain a source of pride and beauty.”
All images (c) The Natural Wood Floor Company 2020.